Fundamentals of Marketing Research
Course title:
Fundamentals of Marketing Research
Fundamentals of Marketing Research
Semester:
2
2
Level:
Level 1: Introduction
Level 1: Introduction
Learning outcomes of course unit:
Students will have the basic ability to think in a market-oriented manner. In addition to all the basic concepts of marketing and market research, they will also learn the strategic dimension of market development. They will have a basic understanding of the strategies and growth potentials for companies and will learn strategies for effective positioning in markets and for the successful implementation of market positioning in a local and global market environment. In addition, students will master the strategic and operative planning process in detail and will be able to define strategic marketing innovation fields. Students will also have a basic understanding of graphics and design.
Students will have the basic ability to think in a market-oriented manner. In addition to all the basic concepts of marketing and market research, they will also learn the strategic dimension of market development. They will have a basic understanding of the strategies and growth potentials for companies and will learn strategies for effective positioning in markets and for the successful implementation of market positioning in a local and global market environment. In addition, students will master the strategic and operative planning process in detail and will be able to define strategic marketing innovation fields. Students will also have a basic understanding of graphics and design.
Prerequisites:
none
none
Course contents:
Concept of market research, importance of market research in intra and inter-corporate systems, market research process (problem, issue), need for information, research design, data collection and data evaluation. Use/utilisation of the results of market research. Planning and conducting a market research project.
Concept of market research, importance of market research in intra and inter-corporate systems, market research process (problem, issue), need for information, research design, data collection and data evaluation. Use/utilisation of the results of market research. Planning and conducting a market research project.
Recommended or required reading:
Burmann, C. / Meffert, H. / Kirchgeorg, M.: Marketing (Meffert Marketing Edition), 2007 Kotler / Amstrong / Saunders / Wong: Grundlagen des Marketing, 2007 Ramme, I.: Marketing, 2. Auflage, 2004 Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 9. Auflage, 2008 Meffert, H. / Bruhn, H.: Dienstleistungsmarketing, 4. Auflage, 2009 Kotler / Keller / Bliemel: Marketing-Management, 12. Auflage, 2007 Bergmann / Meurer: Best Patterns Marketing, 2. Auflage, 2003 Aake, D.: Brand Portfolio Strategy, Free Press, 2004 Backhaus, K. / Schneider, H.: Strategisches Marketing, 2007 Becker, J.: Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7 Auflage, 2001 Homburg, C. / Krohmer, H.: Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 2003 Mattmüller, R.: Integrativ-Prozessuales Marketing - Eine Einführung, 3. Auflage, 2006 Kuß, A. / Tomczak,T. /Reinecke, S.: Marketingplanung, 5. Auflage, 2007 Strauß, R.: Marketingplanung mit Plan, Auflage, 2008 Kuß, A.: Marktforschung. Grundlagen der Datenerhebung und Datenanalyse, 2007 Bush, R.F. / Burns, A.C.: Marketing Research, 2006 Kamenz, U.: Marktforschung, 2. Auflage, 2001 Berekoven, L. / Eckert, W./Ellenrieder, P.: Marktforschung, 11. Auflage, 2006 Ambrose, G. u.a.: Branding, 2002 Kotler, P. / Pfoertsch, W.: B2B Brand Management, 2006 Pfannenberg, J. / Zerfass, A.: Wertschöpfung durch Kommunikation, 2005 Schmidt, K.: Inclusive Branding, 2003 Newark, Q.: Was ist Grafikdesign, 2006
Burmann, C. / Meffert, H. / Kirchgeorg, M.: Marketing (Meffert Marketing Edition), 2007 Kotler / Amstrong / Saunders / Wong: Grundlagen des Marketing, 2007 Ramme, I.: Marketing, 2. Auflage, 2004 Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 9. Auflage, 2008 Meffert, H. / Bruhn, H.: Dienstleistungsmarketing, 4. Auflage, 2009 Kotler / Keller / Bliemel: Marketing-Management, 12. Auflage, 2007 Bergmann / Meurer: Best Patterns Marketing, 2. Auflage, 2003 Aake, D.: Brand Portfolio Strategy, Free Press, 2004 Backhaus, K. / Schneider, H.: Strategisches Marketing, 2007 Becker, J.: Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7 Auflage, 2001 Homburg, C. / Krohmer, H.: Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 2003 Mattmüller, R.: Integrativ-Prozessuales Marketing - Eine Einführung, 3. Auflage, 2006 Kuß, A. / Tomczak,T. /Reinecke, S.: Marketingplanung, 5. Auflage, 2007 Strauß, R.: Marketingplanung mit Plan, Auflage, 2008 Kuß, A.: Marktforschung. Grundlagen der Datenerhebung und Datenanalyse, 2007 Bush, R.F. / Burns, A.C.: Marketing Research, 2006 Kamenz, U.: Marktforschung, 2. Auflage, 2001 Berekoven, L. / Eckert, W./Ellenrieder, P.: Marktforschung, 11. Auflage, 2006 Ambrose, G. u.a.: Branding, 2002 Kotler, P. / Pfoertsch, W.: B2B Brand Management, 2006 Pfannenberg, J. / Zerfass, A.: Wertschöpfung durch Kommunikation, 2005 Schmidt, K.: Inclusive Branding, 2003 Newark, Q.: Was ist Grafikdesign, 2006
Planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
Assessment methods and criteria:
Final examination
Final examination
Course language:
German
German
ECTS:
2.00
2.00
Course-hours-per-week (chw):
2.00
2.00
Course unit code:
MAR_G3
MAR_G3
Type of course unit:
Lecture
Lecture
Mode of delivery:
integrated course
integrated course
